Question: You want to create new audiences for your eCommerce site by segmenting users according to parameters that make sense for your business, like those who've made a purchase. Which of these approaches would provide you with a predictive audience?
- You create an audience of users who started checking out but didn't complete the purchase
- You create an audience of users who added items to their purchase wishlist
- You create an audience of users who are likely to purchase in the next seven days
- You create an audience of users who made a purchase in the last 30 days
Explanation
A predictive audience is built from at least one condition based on a predictive metric. In Google Analytics, likely 7-day purchasers are users predicted to make a purchase within the next seven days. This uses purchase probability, which is generated from modeled user behavior when the property meets eligibility requirements. The other audience definitions rely on observed past or current behavior, not predicted future behavior.
Why the other options are incorrect
Started checking out describes cart or checkout behavior that already happened, not a predictive condition.
Made a purchase identifies past purchasers, not users predicted to purchase.
Added items to wishlist uses an observed engagement action, not a predictive metric.
Source for verification
https://support.google.com/analytics/answer/9805833
https://support.google.com/analytics/answer/9846734
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Analytics Certification" page.